community management: an intro by doug wilson, community exec @ yomego - strathclyde university...

Douglas WilsonCommunity Executive, Yomego

@dougw_yomego@mrmanwich

Who are we?

Yomego is a specialist social media agency.

We work collaboratively with clients to engage audiences in social media and drive meaningful business value.

Our specialist tech and creative teams devise compelling customer experiences that harness the full potential of social media spaces.

Creative Delivery

What we do

Our planners help determine the right direction to maximise value and deliver quantifiable ROI.

Strategic PlanningResearch and InsightThe web is a huge unstructured focus group. Our proprietary tools and specialist experts provide actionable insight from a mass of data and opinions.

Community Management

Recruiting, nurturing and managing thriving brand communities around brands. Our blogger outreach repository provides access to engaged audiences all over the world

What is Community Management?

Where Does the Community Live?

What’s It All About?

• Content Creation & Planning

• Customer Service

• Audience Building

• Engagement

• Creation of Value Advocacy

• Listening

• Analysis & Reporting

The Community Management Sandwich

• A Strong Foundation:– The bread and butter– Knowing your tastes

• Fresh Content– Mix it up– LISTEN to recommendations

• Attention to Detail:– Feeding time– Best before– Fixing things @mrmanwich / mrmanwich.com

More on the Yomego blog:http://www.yomego.com/blog/posts/2013/may/09/the-community-management-sandwich/

Our Communities

Our Approach• Research

– Who are they?– How do they behave?– Where do they congregate?

• Gaining Expertise on the subject matter

• Tone of Voice & Messaging

• Incentives for interaction

• Content Planning

• Rewarding ‘good behaviour’– Sharing UGC

• Engagement– Encouraging the community to

become self sufficient

Analytics available: Facebook

What could go wrong?!?

What could go wrong…

Dissatisfaction Mistakes can happen…

Trolls In-fighting between community members

When Things Go Wrong

• Acknowledge

• Act

• Sympathise

• Commit to resolving

• Follow up

Going Forward

Experimenting with new platforms:

Embracing and understanding analytics as they information

becomes more granular.

Traits of a #cmgr

• Patience

• Creativity

• Objectivity

• Adaptability

• Reactivity

• Empathy

• Analytical ability

Any Questions?If you would like to know more,get in touch.

Douglas WilsonCommunity Exec@dougw_yomego@mrmanwichmrmanwich.com

Glasgow

/yomego @YomegoSocial

London

Longbow HouseChiswell StLondon EC1Y

The Lighthouse 70 Mitchell St Glasgow G1 3LX